Przydatność metod badania potrzeb odbiorców internetowych serwisów informacyjnych w kontekście zarządzania informacją-produktem

The usefulness of the methods of researching the needs of the customers of information web sites in the context of the management of information perceived as product

The content of this study remains aligned with present-day research designs which perceive the journalism information as a market good, i.e. a product. The product management consists in devising strategies which make the marketed product exceptional, let it excel the competition and match the client needs. However, these needs should at first be examined. The paper analyses the methods of researching client needs and organizes them from the point of view of their usefulness in the management of information perceived as a product.